AdExchanger

Marketing measurement is messed up – it’s hard to argue otherwise – and most people agree on the reasons why: vanity metrics, imperfect models, unrealistic expectations. But there’s another issue at …

Emet Advisory’s Erez Levin explains why the digital ad industry should transact on media quality signals like attention instead of optimizing to outcomes, conversions and flawed attribution models. T…

Americans are dealing with tumultuous change. For an ecommerce ad agency, that means navigating the same tariff craziness, the Meta ad platform going haywire, seeing Temu ads pulled from the US marke…

In 2017, Mediaocean CEO Bill Wise predicted the demise of supply-side platforms. The category survived, but he’s sticking to his theory that pureplay SSPs are a thing of the past. Plus: An update on …

AI isn’t something a marketer “does.” It’s not a singular action or task, and there is no AI easy button. And so AI researcher and consultant Cecilia Dones tries to “get underneath” the reasons behin…

To say that David Jones, CEO and founder of The Brandtech Group, is bullish on generative AI would be an understatement. “Every single facet of marketing can be done better, faster and cheaper using …

As the newly appointed president of Horizon Media Holdings, Bob Lord is dubious that megamergers between holding companies are actually good for the client. “Bigger is not always better,” Lord says.

Microsoft ad sales vet Rob Wilk joined Yahoo last year to lead revenue for the company’s advertising business with one main goal in mind: to evangelize Yahoo’s owned-and-operated properties. Most adv…

Now that Teads and Outbrain are one, the vision, explained CEO David Kostman when the deal was first announced, is to become an “end-to-end, full-funnel platform for the open internet.” But what does…

What does it take to serve mid-size brand clients; how is AI transforming media buying; and why – for the love of god – is measurement still so messed up? Mediastruction CEO and Founding Partner Mari…

For publishers, digital advertising is a lot like playing craps, says Aditude’s Justin Wohl. It’s all about tuning out the noise while placing safe bets that work for your monetization strategy.

According to CreativeX, ad creative is responsible for nearly half of sales lift, which is more than reach, recency and targeting combined. So why doesn’t creative get the credit it deserves? Until r…

Many measurement companies are promoting marketing mix modeling as an easy-to-use solution to overcome signal loss. But that couldn’t be further from the truth, says Maor Sadra, CEO and co-founder of…

Agencies now have more breathing room to think carefully and be strategic about signal loss solutions, because signal loss isn’t just a third-party cookie thing, says Sisi Zhang, chief data and analy…

It’s not easy competing for business with massive holding companies (which are only getting more massive). But the Omnicom-IPG deal “also creates opportunities for the rest of us,” says Remy Stiles,…

What do toasters have in common with transparency and online advertising standards? Quite a lot, actually, says Ben Hovaness, chief media officer at OMD Worldwide. If you can trust a set of standards…

Performance marketing can become a crutch for some brands, warns Duolingo CMO Manu Orssaud, especially app-based businesses that are under pressure to show rapid growth. That’s why Duolingo makes org…

Tune into the first episode of the year with guest Andrew Frank, VP and distinguished analyst at research firm Gartner. We cover a lot of ground, from the impact of multiple major Big Tech antitrust …

Scott McKinley shares his journey from professional cyclist and captain of the 1988 US Olympic Road Cycling Team to CEO and founder of data validation provider Truthset. The road was more linear than…

Feels like we’ve been waiting for the convergence of ad tech and mar tech forever. But it’s finally starting to happen, and the time couldn’t be more ripe, says Heather Macaulay, president of product…